The brand Ilse Jacobsen stands behind a handful of store concepts.

Now a new concept, that gathers them all, will open in Lyngby Mall to manifest Ilse Jacobsen as a lifestyle brand, with plans for further expansion in the UK, Germany and Holland.

The new store is part of a long-term strategic objective to spread this new retail concept. The brand has plans to launch 45 concept stores until 2020 that will be located in key cities. So far, Ilse Jacobsen is present in Sweden, Norway and Denmark.

“Lyngby-shop is the first step in our long-term strategy, which reinforces our image as an upscale lifestyle brand. Going forward, 25 percent of our sales come from our own concept stores, and here we see the new concept as a strong strategic positioning and branding tool, “says CCO Tim Justesen in a press release.

The company already has 24 concept stores in Scandinavia, Iceland and England. The new strategy will focus on spreading of the new store concept in Scandinavia, but there are already plans for further expansion in the UK, Germany and Holland.

Parallel to this, Ilse Jacobsen just opened its first Blomsten by Ilse Jacobsen store outside Denmark, in Sweden in the Triangle shopping center in central Malmö.